Marketers have been diverting their focus towards the gaming and esports industry. Brands understand the potential of the industry and how rapidly the industry has grown. Brands that are industry-specific like ASUS, HyperX, MSI&AMD Ryzenetc always had their focus on gaming influencers. Surprisingly, brands that are not industry-specific have started investing in gaming talents judging on the potential and influential powers of the young gamers. Gamers are committed, consistent, and loyal, the rising popularity of gaming is something that is appealing to advertising and marketing hoping to align their brands with this loyalty.
As gaming and live streaming continue to fuel development, marketers are increasingly paying attention to esports. Smart marketers want to connect with millennials and meet them where they are. They don’t watch TV or utilize other forms of traditional media. Video games are the perfect location to do so. And the greatest gaming opportunity for advertisers lies in esports& gaming. Gaming has become the new social networking platform for millennials, Generation Z, and Generation A. People are eager to take part. People desire to connect and be a part of something bigger than them. And gamers want to support brands that they believe support them.
Influencers have always been a good medium for brands to advertise. Influencer marketing has been a trend past few years. In the early stages, influencers who caught brand attention were famous models, YouTubers, and social media renowned personalities. In recent years, a new group of influencers has emerged i.e gaming content creators. Content creators not only play the games but entertain their audiences as well, their fan following is mostly the age group of 15 to 30 which is the most targeted audience in advertising terms. There are 90% chances of the target audience goes to search and buy the product which is always an advantageous situation for brands. Brand participation should seem like an investment in gaming and players not like a cash grab or “commercial.” Esports firms are partnering with brands to conduct tournaments and provide amateur and rising gamers with excellent prizes, scouting, and rating. Things like this provide the community a strong sense of worth, which leads to brand adoption and affection.
Out of all the influencers in the market, gamers are known to have the best audience engagement in terms of viewership and audience-creator relationships. Audiences tend to admire their creators and feel more connected to them due to their high level of engagement. Not forgetting the fact that gaming influencers are easy to approach. For example- In products like gaming phones, if audiences see a gamer playing on a particular phone and giving good results in the game, the audience will definitely think about buying that phone.
Keeping the market and brands a requirement in mind, Trinity Gaming was established as a talent management company to connect every brand with a perfect influencer endorser for their brand. We have witnessed cases in the gaming industry that, as most of the influencers are teenagers or early adults, they lack the guidance to reach out to brands and carry out brand negotiations. Trinity works for the betterment of both the influencers and brands. We curate custom campaigns for the brands keeping in mind their investment budget and their requirements.
Brands have understood the potential and growing scale of the gaming industry. Investing in the gaming industry has yielded great results and will continue to provide the best results in future. Brands focusing their attention on the gaming industry will not only boost the brand’s loyalty but also uplift the gamers in India. All sorts of consumer brands, from exclusive high-end fashion houses to fast food chains and even movie studios, are realizing the opportunities to connect with their customers through games. Trinity Gaming has collaborated with a lot of brands some of which are India Today Group, Network 18, ASUS, Oneplus, Red Bull etc.
Authored article by Shivam Rao, Co-Founder & COO, Trinity Gaming.